The rapid growth of the Internet in Indonesia is creating rapid growth in e-commerce industry. In 2011, internet users are 68,5 million or around 25% of Indonesian population. In general, the average transaction per online users in Indonesia has reached US$ 68,3/year or US$ 5,69/month. Based on average transaction per user, Indonesian e-commerce industry is predicted to continue to grow in line with growth of Indonesian internet users. Significant growth of the Internet makes e-commerce business is becoming increasingly competitive and requires areas of innovation that can be developed into competitive value. Using multidimensional approach for website evaluation, areas of innovation can be identified and developed into website development plan. Evaluation is conducted using questionnaire survey with young people, who regularly access internet, target respondent. Result from survey is analyzed using multidimensional approach that consists of usability testing and user feedback. Main goal from analysis is to identify innovation areas of opportunity to increase user satisfaction and create competitive values of company. Final result of this study is set of recommendations that should be implemented by E-commerce website to improve company performance. Recommendations consist of web concept formulation and web features formulation that are needed to modify web system.
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